Today’s communicators are called on to write for an increasing number of mediums including print and broadcast media, social networks, and online media such as blogs and Web sites. Some of us are also writing scripts for podcasts or YouTube videos.
So how do you – as a communicator – effectively write for these different mediums and ensure your communication rises above the noise? Yesterday, I outlined some tips with the South Sound chapter of the Public Relations Society of America (PRSA). Here is a recap of the tips I shared.
For example, consider Motrin’s 2008 campaign targeting moms, which backfired by upsetting its intended target audience. Moms found the company’s message – that “baby-wearing” is a fashionable accessory – offensive. This caused Motrin to pull the ad and led disgruntled moms to create the Facebook group, “Babywearing isn’t painful. Boycott Motrin for saying it is.”
Nora Doyle, community relations specialist with Tacoma Public Utilities, provided wonderful examples of how her team has integrated the Tacoma Public Utilities brand and messages into a variety of mediums, including transit ads, billboards, brochures, and on its Web site and Facebook fan page in a consistent and thoughtful manner.
So the next time you have a case of writer’s block or are preparing to write for a new medium, I hope you’ll review this list of suggestions. I find when I am stuck, taking a few minutes to identify my issue helps me solve it and complete my writing assignment in no time.
Tags: Babywearing, Blog, Motrin, Nora Doyle, Podcast, PRSA, Public Relations Society of America, Social Network, Tacoma Public Utilities, Web site, YouTube Filed under: News, PR trends, Social media
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